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Moab Office of Tourism presents 2025 goals and new visitor-spend metric; board pushes for higher growth target
Summary
The Moab Office of Tourism outlined its 2025 goals and a new visitor-spend metric at the March 11 advisory board meeting; staff proposed a 2% visitor-spend improvement as a starting target while the county commission’s economic subcommittee previously set a 6% target, prompting debate and a request for more data and a workshop.
The Moab Office of Tourism presented its 2025 departmental goals to the advisory board on March 11, including a new measurement approach to calculate average visitor spend and a brief list of near-term priorities such as launching a web platform, hiring a public relations firm, and beginning a branding effort.
Director Ben Frederigill described the new metric as a way to pair TRT/TRCCA collections (tax receipts) with an estimated visitor denominator so the office can measure “spend per visitor” rather than relying solely on sales or room tax. “The reason that’s important is it at least gives us a measurement by visitor or a spend by visitor metric,” Frederigill…
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